Privacy Policy

Earl of East London Ltd ("Earl of East", "we", "us" or "our") respects your privacy and is committed to protecting your personal information.

This Privacy Policy explains how we collect, use, disclose, store and protect personal information when you visit www.earlofeast.com (the "Site"), shop with us online or in store, create an account, join our mailing list or loyalty programme, subscribe to a product or service, submit a review, attend a workshop or event, contact us, interact with our advertising or otherwise engage with Earl of East.

It also explains the rights available to you under applicable privacy and data protection laws.

For the purposes of UK data protection law, including the UK General Data Protection Regulation ("UK GDPR") and the Data Protection Act 2018, Earl of East London Ltd is the controller of your personal information.

Depending on where you live, additional rights may apply under the EU General Data Protection Regulation ("EU GDPR"), applicable US state privacy laws and other privacy legislation.

1. PERSONAL INFORMATION WE COLLECT

The information we collect depends on how you interact with us.

Information you provide to us

We may collect information including:

• your name;
• email address;
• telephone number;
• billing and delivery addresses;
• customer account information;
• order and transaction information;
• payment-related information;
• products you purchase, return, review or express an interest in;
• subscription information and preferences;
• gift recipient information where you ask us to send an order or gift to another person;
• loyalty programme information, including points, rewards, referrals and redemption activity;
• product reviews, ratings, photographs or other content you submit;
• workshop or event booking information;
• marketing preferences;
• customer service correspondence;
• competition, survey or promotional responses; and
• any other information you choose to provide to us.

Payments are processed through third-party payment providers and payment networks. We do not ordinarily receive or store complete payment card details ourselves.

Information we collect automatically

When you visit or interact with our Site, emails or digital advertising, we and our service providers may automatically collect information including:

• IP address;
• browser and device type;
• device identifiers;
• operating system;
• approximate location derived from your IP address;
• time zone;
• referring website or source;
• pages and products viewed;
• searches performed;
• links or advertisements clicked;
• shopping basket activity;
• purchases and conversion information;
• interactions with our emails;
• loyalty and review activity;
• session and website usage information; and
• cookie, pixel and similar technology identifiers.

We use cookies and similar technologies in accordance with applicable law and your privacy choices.

Information received from other sources

We may receive personal information from third parties that help us operate Earl of East, including:

• ecommerce and website technology providers;
• payment providers and financial institutions;
• delivery, fulfilment and shipping providers;
• email and customer relationship management platforms;
• loyalty and review providers;
• subscription and order-management providers;
• fraud prevention and security providers;
• advertising and social media platforms;
• analytics providers; and
• retail, business and promotional partners.

2. HOW WE USE YOUR PERSONAL INFORMATION

We use personal information for the purposes described below.

To provide our products and services

We may use your information to:

• process and deliver orders;
• process payments and refunds;
• send order and delivery updates;
• manage returns, exchanges and cancellations;
• manage product subscriptions and recurring orders;
• operate customer accounts;
• administer gift cards, loyalty points, rewards and referrals;
• collect, verify and publish product reviews;
• manage workshop and event bookings; and
• provide customer service.

To operate and improve Earl of East

We may use information to:

• operate, maintain and secure our Site;
• understand how customers use our Site and services;
• improve our products and customer experience;
• analyse sales and business performance;
• manage inventory, fulfilment and operations;
• develop new products and services;
• conduct research and analytics; and
• prevent misuse or abuse of our services.

To communicate with you

We may use your information to send:

• transactional communications relating to purchases, subscriptions or accounts;
• responses to enquiries;
• service announcements;
• delivery or fulfilment information;
• requests for feedback or reviews; and
• other communications necessary to provide our services.

Marketing and advertising

Where permitted by law, we may use your information to:

• send email or SMS marketing;
• personalise marketing communications;
• recommend products that may interest you;
• display advertising that may be relevant to your interests;
• create or use audiences for advertising platforms;
• measure advertising and campaign performance; and
• understand whether advertising resulted in visits, engagement or purchases.

You may unsubscribe from direct marketing at any time using the unsubscribe mechanism in our communications or by contacting us.

You can manage non-essential cookies and advertising technologies using the privacy and cookie controls on our Site.

Fraud prevention, security and legal obligations

We may process personal information to:

• identify and prevent fraud;
• authenticate transactions;
• protect customers, our business and our systems;
• investigate suspected misuse;
• enforce our terms and policies;
• comply with legal, regulatory, tax and accounting requirements; and
• establish, exercise or defend legal claims.

3. OUR LAWFUL BASES FOR PROCESSING

Where UK GDPR or EU GDPR applies, we rely on one or more lawful bases for processing your personal information.

Contract

We process information where it is necessary to enter into or perform a contract with you.

This includes when you:

• place an order;
• create or manage a subscription;
• book a workshop or event;
• request delivery;
• request a return, cancellation or refund; or
• otherwise purchase a product or service from us.

Legitimate interests

We may process information where necessary for our legitimate business interests, provided those interests are not overridden by your rights and interests.

These interests may include:

• operating and improving Earl of East;
• providing customer service;
• understanding customer and business performance;
• improving our products and services;
• preventing fraud;
• securing our systems;
• managing fulfilment and logistics;
• protecting our legal interests; and
• certain forms of marketing where permitted by law.

Consent

We rely on consent where required by law, including for certain:

• marketing communications;
• advertising cookies;
• analytics cookies; and
• tracking technologies.

Where processing is based on consent, you can withdraw your consent at any time.

Withdrawal does not affect processing carried out lawfully before consent was withdrawn.

Legal obligation

We process personal information where necessary to comply with legal obligations, including tax, accounting, consumer protection, fraud prevention and regulatory requirements.

4. COOKIES AND SIMILAR TECHNOLOGIES

Our Site uses cookies, pixels, tags and similar technologies.

Some technologies are necessary for the Site to operate. These may include technologies used for:

• security;
• checkout;
• shopping baskets;
• payments;
• customer accounts; and
• essential website functionality.

Other technologies may be used for:

• analytics;
• personalisation;
• website performance;
• marketing;
• advertising;
• audience measurement;
• social media functionality; and
• attribution.

Where consent is required by law, non-essential cookies and similar technologies will not be activated until you have provided consent.

You can accept, reject or manage non-essential technologies through the cookie and privacy controls available on our Site.

You can change your choices at any time using those controls.

You can also control cookies using your browser settings, although blocking certain technologies may affect some features of the Site.

Where applicable law requires us to recognise a qualifying browser-based opt-out preference signal, such as Global Privacy Control, we will process that signal in accordance with applicable law.

5. MARKETING COMMUNICATIONS

If you choose to receive marketing from Earl of East, we may send you information about:

• new products and collections;
• events and workshops;
• offers and promotions;
• collaborations;
• editorial content; and
• other Earl of East news.

We use specialist email and customer relationship management platforms to manage these communications.

You can unsubscribe at any time by:

• selecting the unsubscribe link in an email;
• following the opt-out instructions in an SMS, where applicable; or
• contacting us at support@earlofeast.com.

If you unsubscribe, we may retain a limited suppression record so that we can continue to respect your preference.

Order confirmations, subscription notices, account messages and other service communications are not marketing and may continue to be sent where necessary.

6. TARGETED AND BEHAVIOURAL ADVERTISING

Subject to applicable law and your cookie choices, we may work with advertising, analytics and social media providers to understand how people interact with Earl of East, measure the effectiveness of our marketing and display advertising that may be relevant to you.

These services may include platforms operated by organisations such as Google and Meta.

Depending on your choices and the services being used, information may include:

• cookie and advertising identifiers;
• IP address;
• device and browser information;
• pages and products viewed;
• interactions with our Site;
• shopping basket activity;
• purchase and conversion information; and
• hashed or pseudonymised identifiers used for advertising measurement or audience matching.

We do not sell your personal information in exchange for money.

Some US privacy laws, however, use broader definitions of "sale", "sharing" and "targeted advertising". Certain disclosures to advertising or analytics providers may therefore be treated as a sale or sharing of personal information or targeted advertising under those laws.

Where applicable, you can opt out using the privacy controls available on our Site.

Where required by law, we also recognise qualifying opt-out preference signals such as Global Privacy Control.

7. HOW WE SHARE PERSONAL INFORMATION

We share personal information only where reasonably necessary for the purposes described in this Privacy Policy.

Recipients may include the following categories.

Shopify

Our online store is powered by Shopify.

Shopify provides ecommerce, website, checkout, customer account and related technology services that enable us to operate our online store.

Shopify may process personal information on our behalf and may also process certain information for its own purposes in accordance with its privacy terms and applicable law.

Payment providers

We use third-party services to process payments, refunds, payment authentication and fraud checks.

Depending on the payment method you select, these may include:

• Shopify Payments;
• Shop Pay;
• PayPal;
• Klarna;
• Apple Pay;
• Google Pay;
• Visa;
• Mastercard;
• American Express;
• Diners Club;
• Discover;
• Maestro;
• UnionPay; and
• associated banks, card issuers and financial institutions.

Payment providers may process information in accordance with their own privacy notices and legal obligations.

Delivery and fulfilment providers

We share information necessary to deliver and manage orders with shipping, fulfilment, logistics and courier providers.

This may include:

• your name;
• delivery address;
• email address;
• telephone number; and
• relevant order and delivery information.

We use ShipStation as part of our shipping and fulfilment operations.

Email and customer communications

We use third-party email, CRM and customer engagement services to:

• manage mailing lists;
• send communications;
• manage customer preferences;
• create customer segments; and
• measure campaign engagement.

We currently use Mailchimp and are transitioning our email and customer relationship management services to Klaviyo.

Loyalty and reviews

We use Yotpo to provide our loyalty and rewards programme and to manage customer reviews.

Yotpo may process information including:

• your name and contact details;
• customer and account identifiers;
• purchase history;
• points, rewards and referral activity;
• review eligibility;
• product ratings;
• reviews and other content you submit; and
• related engagement information.

Subscriptions

We use Skio to provide and manage product subscriptions.

Where you use a subscription service, information processed may include:

• customer and account information;
• subscription preferences;
• order history;
• recurring order information;
• products included in a subscription;
• discounts;
• billing schedules; and
• information required to manage your subscription.

Payments associated with subscriptions are processed through our payment infrastructure rather than requiring us to store your complete payment card details.

Ecommerce and website services

We also use third-party services and Shopify applications that help us operate and improve our online store.

These include services for:

• website content and merchandising;
• shopping basket functionality;
• order editing and customer order management;
• ecommerce operations; and
• sustainability initiatives.

Our current technology providers include services such as Hypervisual, CartBot, Orderify and Ecologi.

The information available to each provider varies according to the service it performs.

We seek to limit access to personal information to what is reasonably necessary for each provider to provide its services.

Analytics and advertising providers

Subject to applicable law and your privacy choices, we may share online activity or pseudonymous information with analytics, advertising and social media providers, including Google and Meta.

Professional advisers

We may disclose personal information where reasonably necessary to professional advisers including:

• lawyers;
• accountants;
• auditors;
• insurers;
• financial advisers; and
• consultants.

Legal authorities

We may disclose information where necessary to:

• comply with law or regulation;
• respond to lawful requests from courts, regulators, law enforcement or government authorities;
• investigate fraud or unlawful activity;
• protect our legal rights;
• protect the safety or security of our customers or others; or
• enforce our agreements.

Business transactions

If Earl of East or part of our business is sold, acquired, reorganised, financed or transferred, personal information may be disclosed to relevant advisers, counterparties or new owners, subject to appropriate safeguards.

8. OUR SERVICE PROVIDERS

Some organisations that process personal information for us act as data processors or service providers.

Where required by applicable law, we require these providers to process personal information under appropriate contractual and security arrangements.

Other organisations, including certain payment providers, advertising platforms and financial institutions, may determine independently how they process some personal information and may therefore act as separate or independent controllers.

We periodically review the services and technology we use, and individual providers may change as Earl of East develops.

9. INTERNATIONAL DATA TRANSFERS

Earl of East is based in the United Kingdom, while some of our service providers and technology partners operate internationally.

Your personal information may therefore be processed outside the country in which you live, including in the United Kingdom, United States and other jurisdictions in which our providers operate.

Where UK GDPR or EU GDPR applies and personal information is transferred internationally, we use a lawful transfer mechanism where required.

Depending on the circumstances, this may include:

• UK adequacy regulations;
• European Commission adequacy decisions;
• approved Standard Contractual Clauses;
• the UK International Data Transfer Agreement;
• the UK Addendum to EU Standard Contractual Clauses; or
• another legally recognised transfer mechanism.

Where required, we also assess whether additional safeguards are appropriate.

You can contact us if you would like further information about safeguards used in relation to your personal information.

10. HOW LONG WE KEEP PERSONAL INFORMATION

We retain personal information only for as long as reasonably necessary for the purposes for which it was collected and to meet our legal, regulatory and operational requirements.

The appropriate retention period depends on the nature of the information and why we hold it.

Orders and transactions

We retain order and transaction records for the period necessary to meet applicable tax, accounting, consumer protection, fraud-prevention and legal requirements.

Customer accounts and subscriptions

We may retain account and subscription information while your account or subscription is active and for a reasonable period afterwards.

Customer service

We may retain correspondence where necessary to resolve enquiries, administer returns or warranties, manage disputes or establish or defend legal claims.

Loyalty programme

We retain loyalty programme information while your loyalty account remains active and for a reasonable period afterwards, subject to the operation of the programme and applicable law.

Reviews

Reviews may remain published unless removed in accordance with our review procedures or applicable law.

We may retain information associated with reviews where necessary to verify authenticity, moderate content, prevent fraud or comply with legal requirements.

Marketing

We may retain marketing information until you unsubscribe, withdraw consent or object to processing.

Where you opt out, we may retain a limited suppression record to ensure that your preference continues to be respected.

Cookies and analytics

Cookie, analytics and advertising information is retained according to our consent configuration and the retention periods applied by the relevant technologies.

Where appropriate, information may be anonymised so that it can no longer identify you. Properly anonymised information may be retained for analytical and business purposes.

11. SECURITY

We use appropriate technical and organisational measures designed to protect personal information against accidental or unlawful:

• destruction;
• loss;
• alteration;
• disclosure; or
• unauthorised access.

Measures may include:

• access controls;
• authentication;
• secure ecommerce and payment systems;
• security monitoring;
• staff procedures;
• supplier due diligence; and
• appropriate contractual protections.

No method of electronic transmission or storage is completely secure, and we cannot guarantee absolute security.

If a personal data breach occurs, we will investigate it and take appropriate action, including notifying affected individuals and regulators where required by law.

12. YOUR PRIVACY RIGHTS

Your privacy rights depend on where you live and the laws that apply to our processing.

Depending on those laws, you may have the right to:

• know whether we process your personal information;
• request access to personal information we hold about you;
• obtain a copy of your personal information;
• request correction of inaccurate or incomplete information;
• request deletion of personal information;
• request restriction of certain processing;
• object to certain processing;
• withdraw consent where processing is based on consent;
• request portability of certain information;
• object to direct marketing;
• opt out of certain targeted advertising;
• opt out of the sale or sharing of personal information where applicable;
• limit certain uses of sensitive personal information where applicable;
• appeal certain decisions relating to privacy requests where applicable; and
• complain to an applicable privacy or data protection regulator.

These rights are not absolute and may be subject to legal limitations and exemptions.

To exercise a privacy right, contact:

hello@earlofeast.com

Please include "Privacy" or "Data Protection" in the subject line.

We may need to verify your identity before processing certain requests.

We will not discriminate against you for exercising rights provided by applicable law.

Where permitted by law, an authorised agent may submit a request on your behalf. We may require evidence of their authority.

13. UK AND EUROPEAN PRIVACY RIGHTS

If UK GDPR or EU GDPR applies to our processing, you may have rights including:

• access;
• rectification;
• erasure;
• restriction of processing;
• objection;
• data portability; and
• withdrawal of consent.

You have the right to object at any time to the processing of your personal information for direct marketing purposes.

Where we rely on legitimate interests, you may have a right to object based on your particular circumstances.

UK complaints

If you are in the United Kingdom and believe we have not handled your personal information appropriately, you have the right to complain to the Information Commissioner's Office (ICO).

We would appreciate the opportunity to address your concern first, so we encourage you to contact us.

EEA complaints

If EU GDPR applies to our processing, you may have the right to lodge a complaint with the data protection supervisory authority in the EEA country in which you live or work or where you believe an infringement occurred.

14. UNITED STATES PRIVACY RIGHTS

Residents of certain US states may have additional rights under applicable state privacy laws.

Depending on the law and whether it applies to Earl of East, these may include rights to:

• confirm whether we process your personal information;
• access personal information;
• obtain a portable copy of certain information;
• correct inaccurate information;
• delete personal information;
• opt out of targeted advertising;
• opt out of the sale of personal information;
• opt out of certain sharing of personal information;
• limit certain uses or disclosures of sensitive personal information;
• opt out of certain profiling or automated decision-making;
• appeal a decision relating to a privacy request; and
• receive equal service and pricing when exercising privacy rights.

You may exercise applicable rights through the privacy controls available on our Site or by contacting support@earlofeast.com.

California residents

Where the California Consumer Privacy Act, as amended ("CCPA"), applies, California residents may have rights including:

• the right to know the categories and specific pieces of personal information we collect;
• the right to know the categories of sources from which personal information is collected;
• the right to know the purposes for which personal information is collected or used;
• the right to know the categories of third parties to whom personal information is disclosed;
• the right to request deletion;
• the right to request correction;
• the right to opt out of the sale or sharing of personal information;
• the right to limit certain uses or disclosures of sensitive personal information where applicable; and
• the right not to receive discriminatory treatment for exercising privacy rights.

We do not sell personal information for monetary compensation.

As described above, certain advertising technologies may nevertheless constitute "sharing" or a "sale" under the broad definitions used by California or other US privacy laws.

Where these laws apply, you may opt out using our Site's privacy controls.

We also honour qualifying opt-out preference signals, including Global Privacy Control, where required by law.

15. CATEGORIES OF PERSONAL INFORMATION FOR US PRIVACY LAW PURPOSES

Depending on how you interact with Earl of East, we may collect categories of personal information including:

• Identifiers, such as name, email address, telephone number, postal address, IP address and online identifiers;
• Customer records, such as account and contact information;
• Commercial information, such as purchase history, subscriptions, products viewed, returns and shopping activity;
• Internet or electronic network activity, including interactions with our Site and advertising;
• Approximate geolocation information, such as location inferred from IP address;
• Inferences, such as product interests or preferences derived from interactions with our Site;
• Account access information, where you maintain an Earl of East account; and
• Content you provide, including reviews, customer service communications and other information you choose to submit.

We use these categories for the purposes described in this Privacy Policy.

We may disclose relevant categories to service providers, ecommerce providers, payment providers, delivery companies, analytics services, advertising platforms and the other categories of recipients described in this Policy.

We do not knowingly use sensitive personal information for the purpose of inferring characteristics about customers.

16. CHILDREN

Our Site and services are intended for a general adult audience and are not directed at children.

We do not knowingly collect personal information from children where parental or guardian consent would be required by applicable law.

If you believe a child has provided personal information to us inappropriately, please contact support@earlofeast.com so that we can investigate and, where appropriate, delete the information.

17. AUTOMATED PROCESSING

We may use automated technologies to assist with activities including:

• fraud prevention;
• security;
• personalisation;
• customer segmentation;
• product recommendations; and
• advertising.

We do not intend to make decisions based solely on automated processing that produce legal or similarly significant effects on individuals unless permitted by applicable law and appropriate safeguards are in place.

Where applicable law gives you rights relating to automated decision-making or profiling, you may contact us to exercise those rights.

18. THIRD-PARTY WEBSITES AND SERVICES

Our Site may contain links to websites, platforms or services operated by other organisations.

We are not responsible for the privacy practices of those organisations.

We recommend reviewing their privacy notices before providing personal information to them.

19. SOCIAL MEDIA

If you interact with Earl of East through a social media platform, both Earl of East and the relevant platform may receive information about your interaction.

Your use of those platforms is also subject to the privacy terms and settings of the relevant provider.

20. CHANGES TO THIS PRIVACY POLICY

We may update this Privacy Policy from time to time to reflect changes to:

• our products or services;
• the technology and providers we use;
• our data-processing practices; or
• legal and regulatory requirements.

When we make changes, we will update the "Last updated" date at the top of this Policy.

Where a change materially affects how we use personal information, we will provide additional notice where required by law.

21. CONTACT US

If you have questions about this Privacy Policy, our privacy practices or your personal information, or if you would like to exercise a privacy right, please contact:

Earl of East London Ltd
Unit 8, Orient Industrial Park
London
E107DE
United Kingdom

Email: support@earlofeast.com

Last reviewed: August 2026